Speak up, stand out - Pharmaceutical Representative

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Diagnosis
You've spoken on panels before, but you don't feel like you've left your mark

Prescription
Speak up and be unique to make a lasting impression

There may be no better way to cast your influence than the tried-and-true panel discussion. Beyond a formal presentation – and even beyond a random question and answer session – the panel format brings the real life of experts to the real life of the audience. It is an opportunity for a special kind of intimacy that is rarely afforded.

When you're asked to participate, say yes! You will find your participation on a panel to be a terrific way to crystallize what you believe, to see your ideas take root with an eager audience, and to network and market your expertise. Panels also give you a chance to communicate your style as well as share your organization's best efforts and actions around a theme. They thrive on highly individualized styles; so don't be afraid to be yourself and to be different from the other panelists. This often adds the spice and spark to a panel that is not available in any other presentation format.

As a panel member, you usually will be asked to present a brief summary of your experience as it relates to the theme. Sometimes, all you will get is seven minutes, as was the case of one client of ours who addressed 2,000 conference attendees on a panel with five others – each having only seven minutes. She followed three keys that worked for her, and they will work for you also:

Engage
Strategize
Focus

Engage the audience

1 In the beginning, don't spend your valuable time thanking or referring to other panel members and what they said; for example, to say, "As you've heard from many on our panel" is redundant.Avoid inside jokes or "good ol' boy" stories or vacuous compliments. This audience wants "stuff" that works for them. Consider giving them your most vital message – the essence, the best of what you have – immediately. You'll see them take notes just as fast – a very good sign.

2 When it's your turn, begin. Don't thank the introducer or the event or the audience; just begin. Have a story or a strong piece of "meat" for the audience to chew on right away. Don't talk about yourself; speak to the concern of those people looking at you. Points #1 and #2 look similar, don't they? The reason is that introductory comments are the mortal sin of panelists. Almost everyone makes them, the audience puts up with them, they waste time and they contribute nothing to the program. Be different – have something worthwhile to say and say it right away.

3 When you speak, look at the audience and watch for head nods and signs of interest. Don't be afraid to speak from your own expertise; this is why you are on the panel. You are seen as the expert. Speak like one. No false modesty allowed! Avoid comments such as, "I'm not sure why they picked me " or "I must have been in the bathroom when they volunteered me to be on this panel." Your authority is in the interpretive perception of the audience. If you belittle yourself, the audience will have little respect for you.

4 Avoid being too academic. Audiences at panels usually want practical ideas they can implement immediately. If you are too complex, you'll be seen as irrelevant. Even though you might be viewed as smart, you'll be cast into the, "I have no clue what she said" category. Likewise, resist the temptation to say the too-often quoted, "We don't have time to." Given your seven minutes, say something that is worthwhile and useful. The audience sees the essential and the simple as wisdom.

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